Marketing on the social networks
The Wider World of Online Marketing
Social media is a huge phenomenon. This industry is massive. It is said that there are nearly 5 billion active social media users worldwide. Nowadays, there are countless different social networks.
Social media marketing has become an essential part of every brand's strategy. Proper use of different platforms can significantly impact visibility, growth, and success of a business. Each social network has its specifics that determine the way communication and interaction with users take place. In the following paragraphs, I will focus on some of the most important platforms and their advantages for marketing.
Facebook
Facebook is still one of the largest and most widespread social networks in the world. Due to its wide range of users (from teenagers to seniors), it is ideal for marketing various types of businesses. A key feature for marketing is the ability to target ads, which allows advertisers to reach specific demographic groups based on age, gender, interests, geographical location, or behaviour. Facebook also offers tools for creating business pages where companies can communicate with customers, share content, organise events, and run contests. Additional benefits include live streaming, sharing videos, photos, or blog posts, all of which contribute to higher engagement.
To share an external URL when creating a post, it is a good idea to use the Facebook Debugger
Less-known features for marketing on Facebook
Facebook has several lesser-known tips and tricks that can significantly improve the visibility and effectiveness of marketing activities. Here are a few strategies you can use:
1. Publishing articles via Facebook Notes
Although Facebook primarily supports shorter texts and visual content, the platform also allows the publication of longer articles through Facebook Notes. Notes were a format that was previously popular for writing longer posts, blogs, and articles, and can still be useful for content that is too lengthy for a standard status. This format allows you to write content with richer formatting options, such as headings, lists, or links.
If you have quality content that deserves more attention, publish it as an article in Notes. You can add images and links and take advantage of better readability and structure of the text.
How to do it:
- Go to your profile and click on "Notes" in the left menu.
- Create a new "Note" and write your article.
- After publishing, share the article on your page or in groups.
2. Using Facebook Live for real-time interaction
Facebook Live is a fantastic way to increase interaction with fans. When you broadcast live, your content will have a greater reach thanks to Facebook's algorithm, which favours content that receives high interaction in real-time.
Tips for Facebook Live:
- Talk about current topics that interest your audience.
- Respond to questions and comments from viewers during the broadcast.
- Use interesting and interactive titles to reach a wider audience.
3. Carousel Posts
If you have multiple products, services, or visual material, carousel posts are a great way to grab attention. This type of post allows you to share multiple images or videos in a single post that users can scroll through horizontally. Carousels have a high interactive potential, as users are naturally curious to see the next images.
How?:
- Choose the option to create a carousel post when posting on Facebook.
- Use strong visuals and create an engaging structure to encourage users to go through the entire post.
4. Focus on the first 3-5 seconds of the video
If you are publishing a video on Facebook, make sure the first 3-5 seconds are captivating. Facebook’s algorithm favours videos that are watched to the end. Ensure that the video intro is dynamic and immediately grabs the viewer’s attention. This can increase the chances that the video will remain in the feed for a longer period and be shared.
5. Optimisation for mobile devices
Most Facebook users access the platform via mobile devices, so it is important that your content is optimised for mobile display. This means:
- Using clear, readable fonts and contrasting colours.
- Keeping posts short and to the point, as mobile users tend to avoid lengthy texts.
- Ensuring that videos are easy to watch on small screens.
6. Using emojis to increase engagement
Although not entirely a "hidden feature," using emojis can significantly increase engagement on Facebook. Emojis work well in posts, comments, or video descriptions because they are a visual way to grab attention. People react emotionally to emojis, which can improve the interaction rate.
7. Experimenting with "Slideshow" posts
If you are unable to share a video or don't want to invest in video production, you can create a slideshow instead – animated images that give the impression of a video. This feature is easy to use and helps attract attention without the need to create complex video content.
8. Testing different post times
Facebook's algorithm also considers how relevant a post is for users at a particular moment. Therefore, it is a good idea to experiment with posting times and determine when your target audience is most active. You can use tools like Facebook Insights to analyse when your followers interact the most, and schedule posts during those times.
In conclusion...
Facebook has many features that can help increase reach and engagement. Although the platform favours visual content, there are still many ways to creatively use text, videos, or interactive posts. By experimenting with different formats and strategies, you can find what works best for your brand.
Google Business
It is a free tool from Google that allows businesses to manage their online presence in Google Search and Google Maps. It is crucial for local SEO and online visibility, especially for brick-and-mortar establishments. It helps customers find a business, view opening hours, contact details, reviews, and photos. It is one of the most important elements of digital presence for small and medium-sized enterprises.
Google Marketing Features
Offers a range of tools that can significantly enhance a company's marketing strategy. From reviews to posts to traffic analytics – all of these can help businesses communicate better with customers and be more visible online.
1. Local SEO and Search Engine Visibility
Plays a key role in local search. When someone searches for something like “café Prague 1”, businesses with well-optimised profiles will appear in the “local pack” results. A regularly updated profile with key information increases the chances that customers will find and choose you.
2. Customer Reviews and Ratings
Reviews on Google have a strong influence on customers' decision-making. Businesses can respond to reviews and build trust. More positive ratings not only improve reputation but also increase the likelihood of appearing in search results.
3. Posts (Google Posts)
Google allows businesses to publish updates, offers, events, or news directly on their profile. These Google Posts appear directly in search results – an ideal way to highlight discounts, new products, or seasonal offers.
4. Photos and Videos
Businesses can upload their own photos and videos that represent their services, products, or premises. Images have a significant impact on customer decision-making, especially for restaurants, hotels, and services. Profiles with high-quality visuals have a higher number of interactions.
5. Messaging
Through Google Business, businesses can allow customers to contact them directly via messaging. This feature supports direct communication and can be used for quickly answering inquiries, making reservations, or arranging services.
6. Performance Statistics and Analytics
Google provides clear statistics on how people find your profile, what they are searching for, where they are coming from, and how they interact with your profile (clicks, calls, reservations, etc.). This helps you better understand customer behaviour and adjust your marketing strategy accordingly.
7. Call to Action Buttons
Profiles can include calls to action, such as “Call”, “Navigate”, “Visit Website”, or “Book”. These elements significantly increase conversion rates and make it easier for customers to access services.
How to Optimise Your Profile:
- Create or verify your profile.
- Complete all available information – business name, category, description, contacts, opening hours.
- Upload high-quality photos and update them regularly.
- Respond to reviews and customer feedback.
- Publish posts with offers or updates.
- Activate the messaging feature and maintain a quick response time.
Conclusion
It is an indispensable marketing tool for any business that wants to be visible online and reach customers in its local area. It is free, easy to use, and provides measurable results. A well-optimised profile can be a key factor in customers' decision-making and help you gain an edge over the competition.
LinkedIn
LinkedIn is a platform primarily focused on professionals, making it ideal for B2B marketing. Businesses can use LinkedIn to build authority and network, share expert articles, industry news, and case studies. Due to its professional focus, it is an ideal space for companies looking to establish business relationships, hire employees, or establish themselves as leaders in their field. Advertising options on LinkedIn include sponsored posts, message ads, or creating a company profile that showcases the values and products of the business.
Similar to Facebook, LinkedIn has a Post Inspector. However, unlike Facebook, it is unable to display the post in the way LinkedIn Post Inspector shows it. This has been verified with LinkedIn support.
LinkedIn Ads - Marketing Features
One of the most effective marketing features LinkedIn offers is LinkedIn Ads. This feature allows you to target a professional audience with high precision, making it a powerful tool for growing your brand, products, or services. Here are some ways to use LinkedIn Ads:
1. Targeting a Specific Professional Audience
LinkedIn Ads allows you to target users based on their professional parameters, such as industry, position, experience, company size, or geographic location. You can thus reach those who are most relevant to your product or service. This type of precise targeting helps improve conversion rates and campaign effectiveness.
2. Sponsored Content
One option is sponsored posts, which appear in the LinkedIn feed. This type of advertising allows you to easily share valuable content (articles, news, products) and gain greater reach. You can tailor the content to target your specific audience.
3. Text Ads
Text ads are simple yet effective. They are placed on the side panel of LinkedIn and focus on short text with a headline, description, and call to action. This format is ideal for generating quick clicks and driving traffic to your website or landing page.
4. Sponsored InMail Ads
Sponsored InMail allows you to send personalised messages directly to LinkedIn users' inboxes. This form of advertising is very effective for personal and direct communication with your target audience. You can reach users with a relevant offer or call to action, which has a higher chance of interaction.
5. Campaign Optimisation Using Analytics
LinkedIn Ads offers detailed analytics tools that allow you to track ad performance and adjust campaigns based on results. You can find out which ads have the best click-through rates (CTR), which types of content are most successful, and modify your strategy based on this data.
LinkedIn Ads thus provides comprehensive options for targeting professionals and optimising campaigns for maximum efficiency. If you decide to invest in LinkedIn ads, you will gain a powerful tool for growing your brand and business.
LinkedIn Articles - Marketing Features
LinkedIn offers a very effective tool for publishing content in the form of articles. This format is ideal for more detailed, professional, and expert content that can help increase your authority in your field. Publishing articles on LinkedIn is an effective way to achieve a broader reach and engage with a relevant professional audience. Here are several reasons why you should take advantage of writing articles on LinkedIn:
1. Building Professional Authority
Publishing quality articles on LinkedIn allows you to demonstrate your expertise in specific areas. By sharing your knowledge and insights, you can build credibility and become a recognised expert in your field. This attracts attention not only from individuals but also from companies and potential business partners.
2. Long-Term Reach
Unlike regular posts that may quickly get lost in the news feed, articles tend to stay on LinkedIn for the long term. This means that even months after publication, articles can still generate traffic and interactions, providing long-term benefits for visibility and SEO.
3. Wider Audience and Better Engagement
LinkedIn articles have the potential to reach a wider audience. They can be shared with your contacts, groups, and may even be recommended by LinkedIn's algorithms to the broader community. Articles are likely to generate more interactions and discussions than regular posts, meaning you have a greater chance of receiving quality feedback and building relationships.
4. SEO and Visibility on Google
LinkedIn articles are indexed by search engines, which means they can help improve the visibility of your content not only on LinkedIn but also in Google search results. When people search for topics you write about, your articles may appear as one of the first results, allowing you to attract attention even beyond LinkedIn.
5. Adding Visual Content
On LinkedIn, you can add images, infographics, videos, and other visual elements to your articles. These elements make the article more attractive and can help explain complex concepts. Visual content also attracts attention and increases the likelihood that readers will actually read the article.
6. Creating Strong Connections with Your Audience
Articles allow you to create stronger connections with your audience. You can write about current topics, share your views on industry trends, or address challenges faced by your target audience. This helps spark discussions, which in turn leads to better interactions with your followers.
7. Call to Action
At the end of every article, it is a good idea to add a call to action (CTA). This could be an invitation to comment, share, or visit your website. Such calls to action help engage readers in discussion and motivate them to take the next step.
How to Publish an Article on LinkedIn:
- Go to your LinkedIn profile or company page.
- At the top of the profile page, click on the option "Start a post".
- The editor will open, where you can write your article, add a headline, text, images, and links.
- Once the article is finished, click on "Publish".
- After publishing, you can share the article in relevant groups or directly with your followers.
Conclusion
Articles on LinkedIn are an excellent tool for creating long-term valuable content that increases your visibility, authority, and chances of establishing quality professional relationships. Publishing articles is ideal for professionals who want to share their experiences and opinions, as well as for businesses that want to showcase their expertise and engage potential clients or partners.
Instagram
Instagram is the ideal platform for visual marketing. This channel primarily targets younger generations, which is an advantage for brands looking to reach an audience aged 18 to 34. Posts on Instagram, including stories or videos, have high engagement potential because the platform promotes visual storytelling and creative forms of presenting products. Instagram also offers influencer marketing opportunities, which is an effective way to target a specific group of followers through recommendations and endorsed products by well-known personalities. Instagram Shopping is another feature that allows direct product purchases directly through posts.
Instagram is one of the most effective platforms for visually-oriented marketing. If you’re targeting end consumers (B2C) or a younger audience, Instagram offers a range of tools that can help you build your brand, communicate with your audience, and drive sales. Below are the key features you should be aware of:
1. Feed Posts
The basic form of content on Instagram. You can publish photos, videos, or carousels (multiple images in a single post). Emphasis is placed on the quality of visuals and consistent style. Hashtags help extend the reach of your posts beyond your followers.
2. Instagram Stories
Short-lived content available for 24 hours. Stories enable direct and informal communication with your followers. You can use polls, questions, links, stickers, and other interactive elements. Stories are ideal for sharing news, behind-the-scenes content, or calls to action.
3. Instagram Reels
Short videos with high organic reach potential. Reels are algorithmically favoured and shown to people who don’t follow you. It’s recommended to use trending sounds, captions, and creative editing to reach new audiences.
4. Instagram Live
The option for direct interaction with your audience through live broadcasting. You can answer questions in real-time, showcase a product or service, or invite a guest. This type of content fosters trust and authenticity.
5. Instagram Shopping
A very powerful tool for e-shops. Products can be tagged directly in photos or stories, shortening the path from interest to purchase. By clicking on a tagged product, users are redirected to a purchase page.
6. Business Profile
By switching to a business account, you gain access to analytical data, contact information, the ability to promote posts, and ad management. A business profile is essential for anyone planning targeted marketing communication.
7. Paid Advertising (Instagram Ads)
Ads can be managed through Meta Business Suite (Facebook Ads Manager). It offers advanced targeting based on age, gender, interests, behaviour, or location. Ads can be placed in the feed, Stories, Reels, or the Explore section.
8. Influencer Collaborations and the Collabs Feature
Instagram supports the Collabs feature, where a post appears simultaneously on both your brand’s profile and the influencer’s profile. This form of collaboration boosts credibility and reach. Influencer marketing is highly effective when the partnership is relevant and authentic.
9. Link in Bio and Tools Like Linktree
Instagram allows you to place one active link in your profile. Using tools like Linktree, you can create a hub for multiple links (e-shop, blog, contact, etc.). Be sure that the link leads to a clear goal – ideally with a call to action.
10. Story Highlights
Stories can be saved into Highlights, which appear permanently on your profile. You can place frequently asked questions, team introductions, testimonials, or product showcases here. This helps new visitors quickly understand what you do.
In Conclusion: Instagram offers a wide range of marketing possibilities. The key to success is consistent long-term communication, high-quality visual content, and engagement with your followers. If you use these features strategically, Instagram can greatly help with growing your brand and sales.
Twitter, X today
Twitter, now known as X, is a platform focused on fast and concise communication. This channel is ideal for real-time marketing communication, making it perfect for announcing news, reacting instantly to trends, or managing crisis communication. For brands, this means they can quickly respond to current events, customer questions, or reviews. Twitter also allows the creation of hashtags, which can help spread content or engage a wider community in conversations around a particular topic.
Twitter, now rebranded as X, remains a significant social network for fast, timely, and public communication. For brands, professionals, and media outlets, Twitter provides an efficient space to build authority, spread messages, and engage in public discourse. Below is an overview of key features and options for using this platform for marketing:
1. Short Posts (formerly Tweets)
The core component of the platform is short text posts. You can add text, links, images, GIFs, or videos. Posts are limited in length (currently up to 280 characters, longer for subscribers), encouraging concise and impactful communication.
2. Threads
If you need to share more information, you can create a thread – a series of connected posts. Threads are great for storytelling, education, analyses, and expert commentary. This format has a higher engagement rate than individual posts.
3. Hashtags and Trending Topics
Hashtags help place posts into a broader discussion. Followers often search for posts based on specific topics (#marketing, #AI, etc.). Using popular or industry-specific hashtags effectively increases your reach and the likelihood of engagement.
4. Quotes and Replies
Twitter supports interactive dialogue. You can reply to other users' posts or quote them (i.e., quote post), creating context and entering conversations in real-time. This is ideal for building relationships and professional discussions.
5. Twitter Spaces (Audio Rooms)
Spaces are live audio rooms where you can moderate or participate in discussions. They are excellent for interviews, panel debates, Q&A sessions, or expert discussions. This format strengthens credibility and allows for direct contact with your audience.
6. Post Promotion (X Ads)
Twitter offers its own advertising system, allowing the promotion of posts, profiles, or websites. Targeting can be set based on interests, keywords, location, or device. The advantage is the quick launch of campaigns and a good cost-per-click rate in selected segments.
7. Business Profile
Brands should have a clearly identifiable profile with a logo, a concise bio, and a link to their website. Consistent visual identity and regular activity help build trust. Business accounts have access to analytical tools (X Analytics).
8. Collaboration with Influencers and Industry Accounts
Many experts, journalists, and influencers are active on Twitter. Strategically engaging with their content (e.g., sharing, commenting, tagging in posts) can bring in new followers and increase the reach of your brand.
9. Polls
You can create a poll directly in a post with up to four answer options. This tool promotes follower engagement and is useful for gathering feedback, opinions, or simply as an interactive communication format.
10. Quick Response to Current Events
Twitter is a platform for instant communication. Brands that can respond quickly and appropriately to current events may achieve viral reach. This principle, known as “newsjacking,” requires a good sense of timing and tone.
In Conclusion: The platform X (formerly Twitter) is a powerful marketing tool if you are targeting a professional audience, journalists, opinion leaders, or tech-savvy users. The key to success is concise, timely, and authentic communication. We recommend regular activity, staying on top of trends, and engaging with your audience and other brands.
TikTok
TikTok is a relatively new but rapidly growing platform, especially popular with younger users. TikTok focuses on short videos and creative content, making it ideal for brands that want to capture attention and tell stories in an entertaining and innovative way. Authenticity is highly valued in TikTok marketing, which is why influencer marketing plays a very important role in this area. TikTok allows brands to participate in various trends, challenges, and memes, which can help build a strong community and increase brand awareness.
TikTok is a dynamic and fast-growing social network primarily focused on short videos. Although it started as a platform for young users, its audience today is much broader. TikTok offers unique opportunities to engage new customers, promote brands, and create viral content. Below is an overview of the main marketing features of this platform:
1. Short Videos (TikTok Videos)
The primary format on TikTok is videos lasting between 60–180 seconds. Emphasis is placed on creativity, entertainment, and quick delivery of the message. Authenticity is more important than perfect production. An ideal marketing format might include product demonstrations, short tutorials, behind-the-scenes content, or viral trends.
2. Trends and Challenges
Participating in current challenges or creating your own can increase brand visibility. Hashtag challenges motivate users to create their own content, which organically spreads your brand. Brands often use challenges for interactive campaigns.
3. Sounds and Music
Sound plays a role on TikTok as well. Using popular music or a unique sound motif (e.g., brand jingle) can help with content recognition and memorability. Sound identity on TikTok is often just as important as visual identity.
4. Hashtags and Algorithm
TikTok heavily relies on its recommendation algorithm, which displays content to users beyond your followers. By using the right hashtags and optimising your captions, you can increase your chances of appearing on the "For You" page.
5. TikTok Business Account
It is advisable for businesses to switch to a Business Account. This grants access to analytics, the use of some commercial music licences, and promotional tools. Your profile should contain clear information, a logo, and a link to your website.
6. Paid Advertising (TikTok Ads)
TikTok’s advertising system allows you to target specific groups based on age, gender, interests, device, or behaviour. Ad formats include In-Feed Ads (shown between regular videos), TopView (the first video when the app is opened), and Branded Hashtag Challenges.
7. Collaboration with Creators (Influencer Marketing)
Partnering with popular creators (TikTokers) can help you reach your target audience in a more natural way. Authentic recommended content often has higher credibility than traditional advertising. TikTok also offers a Creator Marketplace platform for finding suitable partners.
8. Duets and Stitch
The Duet and Stitch features allow users to react to other videos—such as by adding a comment, reaction, or their own continuation. Brands can use these features to encourage followers to interact and engage in communication.
9. Livestream (TikTok Live)
Once you reach a certain number of followers, you can start live streaming. Livestreams are great for product demonstrations, answering questions, or announcing news. Direct interaction promotes trust and audience engagement.
10. Analytics and Optimisation
Monitoring the performance of your posts is key to long-term growth. TikTok Business Suite offers insights into views, reach, interactions, and user behaviour. Based on this data, you can adjust your content and strategy.
In Conclusion: TikTok offers an exceptional space for creative marketing, especially if you're targeting Gen Z and Millennials. By leveraging native content, trends, and authentic communication, you can achieve high organic reach and build a loyal community. However, success requires keeping up with trend development and adapting to the platform's style.
YouTube
YouTube is the largest video-sharing platform and is ideal for brands looking to create long-term content such as tutorials, product reviews, demonstrations, or documentaries. YouTube is a platform where users spend a lot of time watching videos, making it an excellent place for deeper engagement with your audience. In addition, YouTube offers a powerful advertising system that allows you to place ads in videos, making it perfect for brands aiming to reach a specific target audience through video content.
YouTube is the world's largest video platform and the second most used search engine after Google. Due to its vast user base and the power of video as a format, YouTube is an ideal tool for long-term and value-driven marketing. Below is an overview of the key marketing features and opportunities the platform offers:
1. Video Marketing – Original Content
The foundation of marketing on YouTube is creating your own videos. These could include product reviews, tutorials, interviews, behind-the-scenes footage, or storytelling. Regularly publishing valuable content helps build trust and authority for the brand.
2. YouTube Channel as a Brand Business Card
A business channel on YouTube serves as the official presentation space. It should include a logo, cover photo, channel description, and organised playlists. First impressions count – the profile should be professional and easy to navigate.
3. SEO and Discoverability
Well-optimised videos (titles, descriptions, tags, thumbnail images) can appear in search results on both YouTube and Google. Keywords in the video title and description help with reach and ensure better targeting of relevant audiences.
4. YouTube Ads Advertising System
YouTube offers an advanced advertising system through Google Ads. Ads can take the form of skippable videos (TrueView), non-skippable ads, banners, or videos within recommended content. Targeting is possible based on demographics, interests, keywords, or search history.
5. YouTube Shorts
Short vertical videos up to 60 seconds. This format has high organic reach and is ideal for fun, quick, and trendy content. Shorts help reach new followers, especially younger audiences, and expand brand reach.
6. Embedding Videos on Websites and in Emails
You can easily embed YouTube videos into websites, blogs, or newsletters. Videos on a webpage increase visitor retention and support conversions. YouTube also hosts the videos for free, without the burden on your own hosting.
7. Comments and Community
Engaging with viewers through comments, replies, or “community posts” fosters a relationship with your audience. Active communication builds trust and provides valuable feedback. You can also create polls and share updates within the channel.
8. Collaboration with YouTubers (Influencers)
Collaborating with established creators is an effective way to reach your target audience through a trusted voice. This could include product reviews, sponsored videos, unboxing, or contests. YouTubers bring content, audiences, and credibility.
9. Playlists and Organised Content
Playlists allow you to organise videos by themes and make it easier for visitors to navigate. They also help with auto-playing other videos from your channel, increasing watch time and viewer engagement with your content.
10. Analytics (YouTube Analytics)
Detailed statistics on video performance, viewer behaviour, and audience demographics. Track views, watch time, abandonment rates, traffic sources, and conversion rates. This data is key to optimising content and streamlining your strategy.
In Conclusion: YouTube is a powerful platform for brand building, educating customers, and developing a long-term content strategy. Thanks to its combination of organic reach, SEO potential, and paid promotional opportunities, YouTube is the ideal space for serious and visually appealing marketing.
Snapchat
Snapchat is a platform focused on quick communication and sharing momentary experiences. It is particularly popular among younger users and is known for its "disappearing" stories, which vanish after a certain period. For marketing, Snapchat is suitable for brands that want to create content that is authentic, spontaneous, and engaged with current trends. Snap Ads and sponsored filters allow direct interaction with customers and increase brand awareness. It is ideal for campaigns targeting younger generations.
Snapchat is a platform that relies on short-term visual content, spontaneity, and direct communication. While it is not as widespread in the Czech Republic as Instagram or TikTok, it maintains a high level of engagement among younger users (particularly Generation Z). Snapchat offers brands specific marketing opportunities, especially if they are targeting a young and digitally savvy audience.
1. Snaps and Stories
Snaps are short videos or photos that disappear after being viewed. If you publish them as a story, they remain active for 24 hours. The content should be authentic, informal, and quickly understandable. Behind-the-scenes content, teasers, or short messages work best.
2. Snapchat Business Account
By creating a business account, you gain access to advertising tools, analytics, and content management. The profile can be customised both visually and descriptively, presenting the brand consistently with other platforms.
3. Paid Advertising (Snap Ads)
Snapchat offers several ad formats: skippable Snap Ads (video between stories), Collection Ads (with a product catalog), Story Ads (within the Discover section), or augmented reality (AR Lenses) ads. Targeting can be set based on demographics, interests, location, or user behaviour.
4. Geofilters and AR Lenses
Snapchat allows the creation of custom geofilters – graphic overlays that appear to users in a specific location. You can also create interactive AR filters (called Lenses) that users can apply to their snaps. This format enhances engagement and spreads the brand in a fun way.
5. Discover – Curated Content
In the Discover section, brands can publish their own content (e.g., short series, episodes, articles). This feature is particularly suitable for larger brands and media companies. It allows for building a long-term relationship with followers.
6. Influencer Marketing on Snapchat
Collaborating with creators who have a strong following on Snapchat is an effective way to reach the target audience in a natural way. Influencers can promote products through their own snaps or stories, creating authentic recommendations.
7. Short-Term Campaigns and Exclusivity
Due to the ephemeral nature of the content, Snapchat is ideal for limited offers, discounts, news, or contests. It feels more "exclusive" because the content disappears, and users know they must act quickly.
8. Direct Messaging (Chats)
The platform allows direct communication with followers. You can reply to messages, respond to snaps, or stories. This channel can serve as quick feedback and help build loyalty.
9. Performance Analytics
A business account provides basic analytics – view counts, reach, engagement rate, and campaign success. With this data, you can adjust your content and targeting for better results.
10. Communication Tone and Style
Snapchat is very informal. Brands need to appear natural, authentic, and often humorous. Users are not accustomed to traditional "corporate" approaches – successful brands here often act more like friends than salespeople.
In Conclusion: Snapchat offers brands a unique way to reach young audiences. With its short-term content, creative tools, and focus on fun, it can be an ideal complement to a marketing strategy, especially in cases where authenticity matters more than formal communication.
Pinterest
Pinterest is a platform ideal for visually oriented brands, particularly in the areas of fashion, design, interior decoration, and food. On Pinterest, users search for inspiration, making it an ideal space for content that helps people plan their projects or shopping. Businesses can use Pinterest to promote products through visually appealing pins, which can lead to direct sales. Advertising options include Promoted Pins, which help brands reach targeted users based on their interests and behaviour.
Pinterest is a visual platform focused on discovering new ideas and inspiration. Users create "boards" on which they save images and videos that inspire them, making Pinterest the perfect place for brands focused on visual content. Pinterest is also effective for long-term marketing and increasing brand awareness.
1. Visual Content as the Key to Success
Pinterest is a platform focused on visual content, so it is essential to create attractive images and videos. It is recommended to use high-quality photographs and infographics that will capture users' attention. Brands should tailor their content to be aesthetically pleasing while also being useful to users.
2. Pinterest Business Account
By creating a business account, you gain access to analytics tools, advertising options, and support for product sales. A Pinterest Business profile should clearly define the brand, with a clear description and visual identity that aligns with other marketing channels.
3. Pinning and Boards
Pinterest users can save images and videos to their "boards." For marketing, it is important to create relevant and thematic boards. Through a Pin (image or video), you can visually communicate offers, products, tips, tutorials, and other valuable information. It is optimal to use seasonal or trending topics.
4. SEO on Pinterest
Pinterest functions as a search engine, which means that keywords are very important. Proper use of relevant tags, descriptions, Pin titles, and board names will help achieve better search rankings and reach a wider audience. For better SEO, it is also useful to add links to websites or online shops.
5. Pinterest Ads
Pinterest offers various ad formats: Promoted Pins (paid Pins), which appear among organic content, and Video Pins (video ads), which can increase user engagement. Pinterest ads can be targeted based on demographics, interests, behaviours, and other factors, helping effectively reach a specific target audience.
6. Shop the Look
Shop the Look is a feature that allows brands to add products directly to images, enabling users to purchase products without leaving the platform. This feature is ideal for e-commerce sites and brands that want to connect inspiration with instant purchases.
7. Pinterest Lens
Pinterest Lens is a feature that allows users to upload photos and search for similar content on the platform. This feature is beneficial for brands with visually attractive products because users can discover similar items directly through visual search.
8. Influencer Marketing on Pinterest
Collaborating with influencers on Pinterest can help brands reach new users. An influencer can create a Pin or board that promotes products, inspires followers, and increases brand credibility. Selecting the right influencer who aligns with the brand’s values is key to the success of the campaign.
9. Using Pinterest Analytics
A business account provides detailed analytics tools that help track Pin performance, views, interactions, and demographic data about your audience. This information can be used to optimise content, improve SEO, and target the right audience.
10. Pinterest as a Long-Term Channel
Content on Pinterest is more permanent than on other platforms, as Pins can remain active for weeks or months after posting. This long lifespan gives brands the opportunity for long-term marketing and natural growth in visibility and brand awareness.
In Conclusion: Pinterest is an ideal platform for brands focused on visual content and long-term marketing. Thanks to its SEO capabilities, integration with e-commerce, and advertising options, it is great for attracting new customers, building loyalty, and increasing brand awareness. For maximum effectiveness, it is important to create content that is aesthetic, inspiring, and easily discoverable.
... In Conclusion?
Marketing on social media is a broad field that offers countless opportunities for different types of businesses. Each platform has its specific demographic and style of communication, requiring a different approach. For successful marketing, it is crucial not only to choose the right platforms but also to have a well-defined strategy and clearly set goals. Whether you're focusing on brand building, increasing sales, or creating a community, the correct use of social media can be a powerful tool for achieving success.
Marketing on the social networks
The Wider World of Online Marketing
Social media is a huge phenomenon. This industry is massive. It is said that there are nearly 5 billion active social media users worldwide. Nowadays, there are countless different social networks.
Social media marketing has become an essential part of every brand's strategy. Proper use of different platforms can significantly impact visibility, growth, and success of a business. Each social network has its specifics that determine the way communication and interaction with users take place. In the following paragraphs, I will focus on some of the most important platforms and their advantages for marketing.
Facebook is still one of the largest and most widespread social networks in the world. Due to its wide range of users (from teenagers to seniors), it is ideal for marketing various types of businesses. A key feature for marketing is the ability to target ads, which allows advertisers to reach specific demographic groups based on age, gender, interests, geographical location, or behaviour. Facebook also offers tools for creating business pages where companies can communicate with customers, share content, organise events, and run contests. Additional benefits include live streaming, sharing videos, photos, or blog posts, all of which contribute to higher engagement.
To share an external URL when creating a post, it is a good idea to use the Facebook Debugger
Less-known features for marketing on Facebook
Facebook has several lesser-known tips and tricks that can significantly improve the visibility and effectiveness of marketing activities. Here are a few strategies you can use:
1. Publishing articles via Facebook Notes
Although Facebook primarily supports shorter texts and visual content, the platform also allows the publication of longer articles through Facebook Notes. Notes were a format that was previously popular for writing longer posts, blogs, and articles, and can still be useful for content that is too lengthy for a standard status. This format allows you to write content with richer formatting options, such as headings, lists, or links.
If you have quality content that deserves more attention, publish it as an article in Notes. You can add images and links and take advantage of better readability and structure of the text.
How to do it:
- Go to your profile and click on "Notes" in the left menu.
- Create a new "Note" and write your article.
- After publishing, share the article on your page or in groups.
2. Using Facebook Live for real-time interaction
Facebook Live is a fantastic way to increase interaction with fans. When you broadcast live, your content will have a greater reach thanks to Facebook's algorithm, which favours content that receives high interaction in real-time.
Tips for Facebook Live:
- Talk about current topics that interest your audience.
- Respond to questions and comments from viewers during the broadcast.
- Use interesting and interactive titles to reach a wider audience.
3. Carousel Posts
If you have multiple products, services, or visual material, carousel posts are a great way to grab attention. This type of post allows you to share multiple images or videos in a single post that users can scroll through horizontally. Carousels have a high interactive potential, as users are naturally curious to see the next images.
How?:
- Choose the option to create a carousel post when posting on Facebook.
- Use strong visuals and create an engaging structure to encourage users to go through the entire post.
4. Focus on the first 3-5 seconds of the video
If you are publishing a video on Facebook, make sure the first 3-5 seconds are captivating. Facebook’s algorithm favours videos that are watched to the end. Ensure that the video intro is dynamic and immediately grabs the viewer’s attention. This can increase the chances that the video will remain in the feed for a longer period and be shared.
5. Optimisation for mobile devices
Most Facebook users access the platform via mobile devices, so it is important that your content is optimised for mobile display. This means:
6. Using emojis to increase engagement
Although not entirely a "hidden feature," using emojis can significantly increase engagement on Facebook. Emojis work well in posts, comments, or video descriptions because they are a visual way to grab attention. People react emotionally to emojis, which can improve the interaction rate.
7. Experimenting with "Slideshow" posts
If you are unable to share a video or don't want to invest in video production, you can create a slideshow instead – animated images that give the impression of a video. This feature is easy to use and helps attract attention without the need to create complex video content.
8. Testing different post times
Facebook's algorithm also considers how relevant a post is for users at a particular moment. Therefore, it is a good idea to experiment with posting times and determine when your target audience is most active. You can use tools like Facebook Insights to analyse when your followers interact the most, and schedule posts during those times.
In conclusion...
Facebook has many features that can help increase reach and engagement. Although the platform favours visual content, there are still many ways to creatively use text, videos, or interactive posts. By experimenting with different formats and strategies, you can find what works best for your brand.
It is a free tool from Google that allows businesses to manage their online presence in Google Search and Google Maps. It is crucial for local SEO and online visibility, especially for brick-and-mortar establishments. It helps customers find a business, view opening hours, contact details, reviews, and photos. It is one of the most important elements of digital presence for small and medium-sized enterprises.
Google Marketing Features
Offers a range of tools that can significantly enhance a company's marketing strategy. From reviews to posts to traffic analytics – all of these can help businesses communicate better with customers and be more visible online.
1. Local SEO and Search Engine Visibility
Plays a key role in local search. When someone searches for something like “café Prague 1”, businesses with well-optimised profiles will appear in the “local pack” results. A regularly updated profile with key information increases the chances that customers will find and choose you.
2. Customer Reviews and Ratings
Reviews on Google have a strong influence on customers' decision-making. Businesses can respond to reviews and build trust. More positive ratings not only improve reputation but also increase the likelihood of appearing in search results.
3. Posts (Google Posts)
Google allows businesses to publish updates, offers, events, or news directly on their profile. These Google Posts appear directly in search results – an ideal way to highlight discounts, new products, or seasonal offers.
4. Photos and Videos
Businesses can upload their own photos and videos that represent their services, products, or premises. Images have a significant impact on customer decision-making, especially for restaurants, hotels, and services. Profiles with high-quality visuals have a higher number of interactions.
5. Messaging
Through Google Business, businesses can allow customers to contact them directly via messaging. This feature supports direct communication and can be used for quickly answering inquiries, making reservations, or arranging services.
6. Performance Statistics and Analytics
Google provides clear statistics on how people find your profile, what they are searching for, where they are coming from, and how they interact with your profile (clicks, calls, reservations, etc.). This helps you better understand customer behaviour and adjust your marketing strategy accordingly.
7. Call to Action Buttons
Profiles can include calls to action, such as “Call”, “Navigate”, “Visit Website”, or “Book”. These elements significantly increase conversion rates and make it easier for customers to access services.
How to Optimise Your Profile:
Conclusion
It is an indispensable marketing tool for any business that wants to be visible online and reach customers in its local area. It is free, easy to use, and provides measurable results. A well-optimised profile can be a key factor in customers' decision-making and help you gain an edge over the competition.
LinkedIn is a platform primarily focused on professionals, making it ideal for B2B marketing. Businesses can use LinkedIn to build authority and network, share expert articles, industry news, and case studies. Due to its professional focus, it is an ideal space for companies looking to establish business relationships, hire employees, or establish themselves as leaders in their field. Advertising options on LinkedIn include sponsored posts, message ads, or creating a company profile that showcases the values and products of the business.
Similar to Facebook, LinkedIn has a Post Inspector. However, unlike Facebook, it is unable to display the post in the way LinkedIn Post Inspector shows it. This has been verified with LinkedIn support.
LinkedIn Ads - Marketing Features
One of the most effective marketing features LinkedIn offers is LinkedIn Ads. This feature allows you to target a professional audience with high precision, making it a powerful tool for growing your brand, products, or services. Here are some ways to use LinkedIn Ads:
1. Targeting a Specific Professional Audience
LinkedIn Ads allows you to target users based on their professional parameters, such as industry, position, experience, company size, or geographic location. You can thus reach those who are most relevant to your product or service. This type of precise targeting helps improve conversion rates and campaign effectiveness.
2. Sponsored Content
One option is sponsored posts, which appear in the LinkedIn feed. This type of advertising allows you to easily share valuable content (articles, news, products) and gain greater reach. You can tailor the content to target your specific audience.
3. Text Ads
Text ads are simple yet effective. They are placed on the side panel of LinkedIn and focus on short text with a headline, description, and call to action. This format is ideal for generating quick clicks and driving traffic to your website or landing page.
4. Sponsored InMail Ads
Sponsored InMail allows you to send personalised messages directly to LinkedIn users' inboxes. This form of advertising is very effective for personal and direct communication with your target audience. You can reach users with a relevant offer or call to action, which has a higher chance of interaction.
5. Campaign Optimisation Using Analytics
LinkedIn Ads offers detailed analytics tools that allow you to track ad performance and adjust campaigns based on results. You can find out which ads have the best click-through rates (CTR), which types of content are most successful, and modify your strategy based on this data.
LinkedIn Ads thus provides comprehensive options for targeting professionals and optimising campaigns for maximum efficiency. If you decide to invest in LinkedIn ads, you will gain a powerful tool for growing your brand and business.
LinkedIn Articles - Marketing Features
LinkedIn offers a very effective tool for publishing content in the form of articles. This format is ideal for more detailed, professional, and expert content that can help increase your authority in your field. Publishing articles on LinkedIn is an effective way to achieve a broader reach and engage with a relevant professional audience. Here are several reasons why you should take advantage of writing articles on LinkedIn:
1. Building Professional Authority
Publishing quality articles on LinkedIn allows you to demonstrate your expertise in specific areas. By sharing your knowledge and insights, you can build credibility and become a recognised expert in your field. This attracts attention not only from individuals but also from companies and potential business partners.
2. Long-Term Reach
Unlike regular posts that may quickly get lost in the news feed, articles tend to stay on LinkedIn for the long term. This means that even months after publication, articles can still generate traffic and interactions, providing long-term benefits for visibility and SEO.
3. Wider Audience and Better Engagement
LinkedIn articles have the potential to reach a wider audience. They can be shared with your contacts, groups, and may even be recommended by LinkedIn's algorithms to the broader community. Articles are likely to generate more interactions and discussions than regular posts, meaning you have a greater chance of receiving quality feedback and building relationships.
4. SEO and Visibility on Google
LinkedIn articles are indexed by search engines, which means they can help improve the visibility of your content not only on LinkedIn but also in Google search results. When people search for topics you write about, your articles may appear as one of the first results, allowing you to attract attention even beyond LinkedIn.
5. Adding Visual Content
On LinkedIn, you can add images, infographics, videos, and other visual elements to your articles. These elements make the article more attractive and can help explain complex concepts. Visual content also attracts attention and increases the likelihood that readers will actually read the article.
6. Creating Strong Connections with Your Audience
Articles allow you to create stronger connections with your audience. You can write about current topics, share your views on industry trends, or address challenges faced by your target audience. This helps spark discussions, which in turn leads to better interactions with your followers.
7. Call to Action
At the end of every article, it is a good idea to add a call to action (CTA). This could be an invitation to comment, share, or visit your website. Such calls to action help engage readers in discussion and motivate them to take the next step.
How to Publish an Article on LinkedIn:
Conclusion
Articles on LinkedIn are an excellent tool for creating long-term valuable content that increases your visibility, authority, and chances of establishing quality professional relationships. Publishing articles is ideal for professionals who want to share their experiences and opinions, as well as for businesses that want to showcase their expertise and engage potential clients or partners.
Instagram is the ideal platform for visual marketing. This channel primarily targets younger generations, which is an advantage for brands looking to reach an audience aged 18 to 34. Posts on Instagram, including stories or videos, have high engagement potential because the platform promotes visual storytelling and creative forms of presenting products. Instagram also offers influencer marketing opportunities, which is an effective way to target a specific group of followers through recommendations and endorsed products by well-known personalities. Instagram Shopping is another feature that allows direct product purchases directly through posts.
Instagram is one of the most effective platforms for visually-oriented marketing. If you’re targeting end consumers (B2C) or a younger audience, Instagram offers a range of tools that can help you build your brand, communicate with your audience, and drive sales. Below are the key features you should be aware of:
1. Feed Posts
The basic form of content on Instagram. You can publish photos, videos, or carousels (multiple images in a single post). Emphasis is placed on the quality of visuals and consistent style. Hashtags help extend the reach of your posts beyond your followers.
2. Instagram Stories
Short-lived content available for 24 hours. Stories enable direct and informal communication with your followers. You can use polls, questions, links, stickers, and other interactive elements. Stories are ideal for sharing news, behind-the-scenes content, or calls to action.
3. Instagram Reels
Short videos with high organic reach potential. Reels are algorithmically favoured and shown to people who don’t follow you. It’s recommended to use trending sounds, captions, and creative editing to reach new audiences.
4. Instagram Live
The option for direct interaction with your audience through live broadcasting. You can answer questions in real-time, showcase a product or service, or invite a guest. This type of content fosters trust and authenticity.
5. Instagram Shopping
A very powerful tool for e-shops. Products can be tagged directly in photos or stories, shortening the path from interest to purchase. By clicking on a tagged product, users are redirected to a purchase page.
6. Business Profile
By switching to a business account, you gain access to analytical data, contact information, the ability to promote posts, and ad management. A business profile is essential for anyone planning targeted marketing communication.
7. Paid Advertising (Instagram Ads)
Ads can be managed through Meta Business Suite (Facebook Ads Manager). It offers advanced targeting based on age, gender, interests, behaviour, or location. Ads can be placed in the feed, Stories, Reels, or the Explore section.
8. Influencer Collaborations and the Collabs Feature
Instagram supports the Collabs feature, where a post appears simultaneously on both your brand’s profile and the influencer’s profile. This form of collaboration boosts credibility and reach. Influencer marketing is highly effective when the partnership is relevant and authentic.
9. Link in Bio and Tools Like Linktree
Instagram allows you to place one active link in your profile. Using tools like Linktree, you can create a hub for multiple links (e-shop, blog, contact, etc.). Be sure that the link leads to a clear goal – ideally with a call to action.
10. Story Highlights
Stories can be saved into Highlights, which appear permanently on your profile. You can place frequently asked questions, team introductions, testimonials, or product showcases here. This helps new visitors quickly understand what you do.
In Conclusion: Instagram offers a wide range of marketing possibilities. The key to success is consistent long-term communication, high-quality visual content, and engagement with your followers. If you use these features strategically, Instagram can greatly help with growing your brand and sales.
Twitter, now known as X, is a platform focused on fast and concise communication. This channel is ideal for real-time marketing communication, making it perfect for announcing news, reacting instantly to trends, or managing crisis communication. For brands, this means they can quickly respond to current events, customer questions, or reviews. Twitter also allows the creation of hashtags, which can help spread content or engage a wider community in conversations around a particular topic.
Twitter, now rebranded as X, remains a significant social network for fast, timely, and public communication. For brands, professionals, and media outlets, Twitter provides an efficient space to build authority, spread messages, and engage in public discourse. Below is an overview of key features and options for using this platform for marketing:
1. Short Posts (formerly Tweets)
The core component of the platform is short text posts. You can add text, links, images, GIFs, or videos. Posts are limited in length (currently up to 280 characters, longer for subscribers), encouraging concise and impactful communication.
2. Threads
If you need to share more information, you can create a thread – a series of connected posts. Threads are great for storytelling, education, analyses, and expert commentary. This format has a higher engagement rate than individual posts.
3. Hashtags and Trending Topics
Hashtags help place posts into a broader discussion. Followers often search for posts based on specific topics (#marketing, #AI, etc.). Using popular or industry-specific hashtags effectively increases your reach and the likelihood of engagement.
4. Quotes and Replies
Twitter supports interactive dialogue. You can reply to other users' posts or quote them (i.e., quote post), creating context and entering conversations in real-time. This is ideal for building relationships and professional discussions.
5. Twitter Spaces (Audio Rooms)
Spaces are live audio rooms where you can moderate or participate in discussions. They are excellent for interviews, panel debates, Q&A sessions, or expert discussions. This format strengthens credibility and allows for direct contact with your audience.
6. Post Promotion (X Ads)
Twitter offers its own advertising system, allowing the promotion of posts, profiles, or websites. Targeting can be set based on interests, keywords, location, or device. The advantage is the quick launch of campaigns and a good cost-per-click rate in selected segments.
7. Business Profile
Brands should have a clearly identifiable profile with a logo, a concise bio, and a link to their website. Consistent visual identity and regular activity help build trust. Business accounts have access to analytical tools (X Analytics).
8. Collaboration with Influencers and Industry Accounts
Many experts, journalists, and influencers are active on Twitter. Strategically engaging with their content (e.g., sharing, commenting, tagging in posts) can bring in new followers and increase the reach of your brand.
9. Polls
You can create a poll directly in a post with up to four answer options. This tool promotes follower engagement and is useful for gathering feedback, opinions, or simply as an interactive communication format.
10. Quick Response to Current Events
Twitter is a platform for instant communication. Brands that can respond quickly and appropriately to current events may achieve viral reach. This principle, known as “newsjacking,” requires a good sense of timing and tone.
In Conclusion: The platform X (formerly Twitter) is a powerful marketing tool if you are targeting a professional audience, journalists, opinion leaders, or tech-savvy users. The key to success is concise, timely, and authentic communication. We recommend regular activity, staying on top of trends, and engaging with your audience and other brands.
TikTok is a relatively new but rapidly growing platform, especially popular with younger users. TikTok focuses on short videos and creative content, making it ideal for brands that want to capture attention and tell stories in an entertaining and innovative way. Authenticity is highly valued in TikTok marketing, which is why influencer marketing plays a very important role in this area. TikTok allows brands to participate in various trends, challenges, and memes, which can help build a strong community and increase brand awareness.
TikTok is a dynamic and fast-growing social network primarily focused on short videos. Although it started as a platform for young users, its audience today is much broader. TikTok offers unique opportunities to engage new customers, promote brands, and create viral content. Below is an overview of the main marketing features of this platform:
1. Short Videos (TikTok Videos)
The primary format on TikTok is videos lasting between 60–180 seconds. Emphasis is placed on creativity, entertainment, and quick delivery of the message. Authenticity is more important than perfect production. An ideal marketing format might include product demonstrations, short tutorials, behind-the-scenes content, or viral trends.
2. Trends and Challenges
Participating in current challenges or creating your own can increase brand visibility. Hashtag challenges motivate users to create their own content, which organically spreads your brand. Brands often use challenges for interactive campaigns.
3. Sounds and Music
Sound plays a role on TikTok as well. Using popular music or a unique sound motif (e.g., brand jingle) can help with content recognition and memorability. Sound identity on TikTok is often just as important as visual identity.
4. Hashtags and Algorithm
TikTok heavily relies on its recommendation algorithm, which displays content to users beyond your followers. By using the right hashtags and optimising your captions, you can increase your chances of appearing on the "For You" page.
5. TikTok Business Account
It is advisable for businesses to switch to a Business Account. This grants access to analytics, the use of some commercial music licences, and promotional tools. Your profile should contain clear information, a logo, and a link to your website.
6. Paid Advertising (TikTok Ads)
TikTok’s advertising system allows you to target specific groups based on age, gender, interests, device, or behaviour. Ad formats include In-Feed Ads (shown between regular videos), TopView (the first video when the app is opened), and Branded Hashtag Challenges.
7. Collaboration with Creators (Influencer Marketing)
Partnering with popular creators (TikTokers) can help you reach your target audience in a more natural way. Authentic recommended content often has higher credibility than traditional advertising. TikTok also offers a Creator Marketplace platform for finding suitable partners.
8. Duets and Stitch
The Duet and Stitch features allow users to react to other videos—such as by adding a comment, reaction, or their own continuation. Brands can use these features to encourage followers to interact and engage in communication.
9. Livestream (TikTok Live)
Once you reach a certain number of followers, you can start live streaming. Livestreams are great for product demonstrations, answering questions, or announcing news. Direct interaction promotes trust and audience engagement.
10. Analytics and Optimisation
Monitoring the performance of your posts is key to long-term growth. TikTok Business Suite offers insights into views, reach, interactions, and user behaviour. Based on this data, you can adjust your content and strategy.
In Conclusion: TikTok offers an exceptional space for creative marketing, especially if you're targeting Gen Z and Millennials. By leveraging native content, trends, and authentic communication, you can achieve high organic reach and build a loyal community. However, success requires keeping up with trend development and adapting to the platform's style.
YouTube is the largest video-sharing platform and is ideal for brands looking to create long-term content such as tutorials, product reviews, demonstrations, or documentaries. YouTube is a platform where users spend a lot of time watching videos, making it an excellent place for deeper engagement with your audience. In addition, YouTube offers a powerful advertising system that allows you to place ads in videos, making it perfect for brands aiming to reach a specific target audience through video content.
YouTube is the world's largest video platform and the second most used search engine after Google. Due to its vast user base and the power of video as a format, YouTube is an ideal tool for long-term and value-driven marketing. Below is an overview of the key marketing features and opportunities the platform offers:
1. Video Marketing – Original Content
The foundation of marketing on YouTube is creating your own videos. These could include product reviews, tutorials, interviews, behind-the-scenes footage, or storytelling. Regularly publishing valuable content helps build trust and authority for the brand.
2. YouTube Channel as a Brand Business Card
A business channel on YouTube serves as the official presentation space. It should include a logo, cover photo, channel description, and organised playlists. First impressions count – the profile should be professional and easy to navigate.
3. SEO and Discoverability
Well-optimised videos (titles, descriptions, tags, thumbnail images) can appear in search results on both YouTube and Google. Keywords in the video title and description help with reach and ensure better targeting of relevant audiences.
4. YouTube Ads Advertising System
YouTube offers an advanced advertising system through Google Ads. Ads can take the form of skippable videos (TrueView), non-skippable ads, banners, or videos within recommended content. Targeting is possible based on demographics, interests, keywords, or search history.
5. YouTube Shorts
Short vertical videos up to 60 seconds. This format has high organic reach and is ideal for fun, quick, and trendy content. Shorts help reach new followers, especially younger audiences, and expand brand reach.
6. Embedding Videos on Websites and in Emails
You can easily embed YouTube videos into websites, blogs, or newsletters. Videos on a webpage increase visitor retention and support conversions. YouTube also hosts the videos for free, without the burden on your own hosting.
7. Comments and Community
Engaging with viewers through comments, replies, or “community posts” fosters a relationship with your audience. Active communication builds trust and provides valuable feedback. You can also create polls and share updates within the channel.
8. Collaboration with YouTubers (Influencers)
Collaborating with established creators is an effective way to reach your target audience through a trusted voice. This could include product reviews, sponsored videos, unboxing, or contests. YouTubers bring content, audiences, and credibility.
9. Playlists and Organised Content
Playlists allow you to organise videos by themes and make it easier for visitors to navigate. They also help with auto-playing other videos from your channel, increasing watch time and viewer engagement with your content.
10. Analytics (YouTube Analytics)
Detailed statistics on video performance, viewer behaviour, and audience demographics. Track views, watch time, abandonment rates, traffic sources, and conversion rates. This data is key to optimising content and streamlining your strategy.
In Conclusion: YouTube is a powerful platform for brand building, educating customers, and developing a long-term content strategy. Thanks to its combination of organic reach, SEO potential, and paid promotional opportunities, YouTube is the ideal space for serious and visually appealing marketing.
Snapchat is a platform focused on quick communication and sharing momentary experiences. It is particularly popular among younger users and is known for its "disappearing" stories, which vanish after a certain period. For marketing, Snapchat is suitable for brands that want to create content that is authentic, spontaneous, and engaged with current trends. Snap Ads and sponsored filters allow direct interaction with customers and increase brand awareness. It is ideal for campaigns targeting younger generations.
Snapchat is a platform that relies on short-term visual content, spontaneity, and direct communication. While it is not as widespread in the Czech Republic as Instagram or TikTok, it maintains a high level of engagement among younger users (particularly Generation Z). Snapchat offers brands specific marketing opportunities, especially if they are targeting a young and digitally savvy audience.
1. Snaps and Stories
Snaps are short videos or photos that disappear after being viewed. If you publish them as a story, they remain active for 24 hours. The content should be authentic, informal, and quickly understandable. Behind-the-scenes content, teasers, or short messages work best.
2. Snapchat Business Account
By creating a business account, you gain access to advertising tools, analytics, and content management. The profile can be customised both visually and descriptively, presenting the brand consistently with other platforms.
3. Paid Advertising (Snap Ads)
Snapchat offers several ad formats: skippable Snap Ads (video between stories), Collection Ads (with a product catalog), Story Ads (within the Discover section), or augmented reality (AR Lenses) ads. Targeting can be set based on demographics, interests, location, or user behaviour.
4. Geofilters and AR Lenses
Snapchat allows the creation of custom geofilters – graphic overlays that appear to users in a specific location. You can also create interactive AR filters (called Lenses) that users can apply to their snaps. This format enhances engagement and spreads the brand in a fun way.
5. Discover – Curated Content
In the Discover section, brands can publish their own content (e.g., short series, episodes, articles). This feature is particularly suitable for larger brands and media companies. It allows for building a long-term relationship with followers.
6. Influencer Marketing on Snapchat
Collaborating with creators who have a strong following on Snapchat is an effective way to reach the target audience in a natural way. Influencers can promote products through their own snaps or stories, creating authentic recommendations.
7. Short-Term Campaigns and Exclusivity
Due to the ephemeral nature of the content, Snapchat is ideal for limited offers, discounts, news, or contests. It feels more "exclusive" because the content disappears, and users know they must act quickly.
8. Direct Messaging (Chats)
The platform allows direct communication with followers. You can reply to messages, respond to snaps, or stories. This channel can serve as quick feedback and help build loyalty.
9. Performance Analytics
A business account provides basic analytics – view counts, reach, engagement rate, and campaign success. With this data, you can adjust your content and targeting for better results.
10. Communication Tone and Style
Snapchat is very informal. Brands need to appear natural, authentic, and often humorous. Users are not accustomed to traditional "corporate" approaches – successful brands here often act more like friends than salespeople.
In Conclusion: Snapchat offers brands a unique way to reach young audiences. With its short-term content, creative tools, and focus on fun, it can be an ideal complement to a marketing strategy, especially in cases where authenticity matters more than formal communication.
Pinterest is a platform ideal for visually oriented brands, particularly in the areas of fashion, design, interior decoration, and food. On Pinterest, users search for inspiration, making it an ideal space for content that helps people plan their projects or shopping. Businesses can use Pinterest to promote products through visually appealing pins, which can lead to direct sales. Advertising options include Promoted Pins, which help brands reach targeted users based on their interests and behaviour.
Pinterest is a visual platform focused on discovering new ideas and inspiration. Users create "boards" on which they save images and videos that inspire them, making Pinterest the perfect place for brands focused on visual content. Pinterest is also effective for long-term marketing and increasing brand awareness.
1. Visual Content as the Key to Success
Pinterest is a platform focused on visual content, so it is essential to create attractive images and videos. It is recommended to use high-quality photographs and infographics that will capture users' attention. Brands should tailor their content to be aesthetically pleasing while also being useful to users.
2. Pinterest Business Account
By creating a business account, you gain access to analytics tools, advertising options, and support for product sales. A Pinterest Business profile should clearly define the brand, with a clear description and visual identity that aligns with other marketing channels.
3. Pinning and Boards
Pinterest users can save images and videos to their "boards." For marketing, it is important to create relevant and thematic boards. Through a Pin (image or video), you can visually communicate offers, products, tips, tutorials, and other valuable information. It is optimal to use seasonal or trending topics.
4. SEO on Pinterest
Pinterest functions as a search engine, which means that keywords are very important. Proper use of relevant tags, descriptions, Pin titles, and board names will help achieve better search rankings and reach a wider audience. For better SEO, it is also useful to add links to websites or online shops.
5. Pinterest Ads
Pinterest offers various ad formats: Promoted Pins (paid Pins), which appear among organic content, and Video Pins (video ads), which can increase user engagement. Pinterest ads can be targeted based on demographics, interests, behaviours, and other factors, helping effectively reach a specific target audience.
6. Shop the Look
Shop the Look is a feature that allows brands to add products directly to images, enabling users to purchase products without leaving the platform. This feature is ideal for e-commerce sites and brands that want to connect inspiration with instant purchases.
7. Pinterest Lens
Pinterest Lens is a feature that allows users to upload photos and search for similar content on the platform. This feature is beneficial for brands with visually attractive products because users can discover similar items directly through visual search.
8. Influencer Marketing on Pinterest
Collaborating with influencers on Pinterest can help brands reach new users. An influencer can create a Pin or board that promotes products, inspires followers, and increases brand credibility. Selecting the right influencer who aligns with the brand’s values is key to the success of the campaign.
9. Using Pinterest Analytics
A business account provides detailed analytics tools that help track Pin performance, views, interactions, and demographic data about your audience. This information can be used to optimise content, improve SEO, and target the right audience.
10. Pinterest as a Long-Term Channel
Content on Pinterest is more permanent than on other platforms, as Pins can remain active for weeks or months after posting. This long lifespan gives brands the opportunity for long-term marketing and natural growth in visibility and brand awareness.
In Conclusion: Pinterest is an ideal platform for brands focused on visual content and long-term marketing. Thanks to its SEO capabilities, integration with e-commerce, and advertising options, it is great for attracting new customers, building loyalty, and increasing brand awareness. For maximum effectiveness, it is important to create content that is aesthetic, inspiring, and easily discoverable.
... In Conclusion?
Marketing on social media is a broad field that offers countless opportunities for different types of businesses. Each platform has its specific demographic and style of communication, requiring a different approach. For successful marketing, it is crucial not only to choose the right platforms but also to have a well-defined strategy and clearly set goals. Whether you're focusing on brand building, increasing sales, or creating a community, the correct use of social media can be a powerful tool for achieving success.